If you have done any Facebook Advertising you know that the targeting of your ad can make a huge difference as to how your ad performs. But sometimes you want to see what’s possible in one handy place before you start researching. That’s what this post is for.
Top Level
When you first navigate into the Detailed Targeting, you have 4 main options: Demographics, Interests, Behaviors, and More Categories.
Demographics: Education, employment, household and lifestyle details.
Interests: Activities, Pages they have liked and closely related topics.
Behaviors: Reach people based on purchase behaviors or intents, device usage and more.
More Categories: Odd options like “Family Movie” and “Nail Care”
Demographics and Behaviors come from 3rd party data collected by companies like Axiom who specialize in collecting consumer data. That data is then matched to Facebook users anonymously to be able to build the audience that has those characteristics.
Facebook ad targeting has become very powerful in the type of segmenting that we are able to do. You can target using different Boolean operators so that you are excluding certain keywords or narrowing your audience by making sure they have all the keywords in their profiles.
That allows you to do things like target your ads to your perfect potential customer.
Here is a complete list of all the keyword targeting available when you Browse the categories.
Demographics
Education
Ethnic Affinity
Financial
Generation
Home
Life Events
Parents
Politics (US)
Relationship
Work
3rd Tier Under Education
Education Level
Associate degree
College grad
Doctorate degree
High school grad
In college
In grad school
In high school
Master’s degree
Professional degree
Some college
Some grad school
Some high school
Unspecified
Fields of Study (search for match)
Schools (search for match)
Undergrad Years (date range)
3rd Tier Under Ethnic Affinity
African American (US)
Asian American (US)
Hispanic (US – All)
Hispanic (US – Bilingual)
Hispanic (US – English dominant)
Hispanic (US – Spanish dominant)
3rd Tier Under Financial
Income
$100,000 – $125,000
$125,000 – $150,000
$150,000 – $250,000
$250,000 – $350,000
$30,000 – $40,000
$350,000 – $500,000
$40,000 – $50,000
$50,000 – $75,000
$75,000 – $100,000
Over $500,000
Net Worth
$1 – $100,000
$1,000,000 – $2,000,000
$100,000 – $200,000
$200,000 – $500,000
$500,000 – $750,000
$750,000 – $1,000,000
Liquid assets
$1-$24,999
$100K-$249K
$1MM-$2MM
$25,000-$49,999
$250K-$499K
$2MM-$3MM
$3MM+
$50,000-$99,999
$500K-$1MM
Over $2,000,000
3rd Tier Under Generation
Baby boomers (US)
Generation X
Millennials
3rd Tier Under Home
Home Ownership
First time homebuyer
Homeowners
Renters
Home Type
Apartment
Condo
Home value
$1,000,000 – $1,999,999
$100,000 – $199,999
$200,000 – $299,999
$300,000 – $499,999
$50,000 – $99,999
$500,000 – $699,999
$700,000 – $999,999
Less than $50,000
Over $2,000,000
Multi-family home
Property size
.26 – .59 acres
.60 – .99 acres
1 acre
11 – 20 acres
2 acres
21 – 40 acres
3 acres
4 acres
5 acres
6 – 10 acres
> 40 acres
Single
Square footage
1,000 – 1,249 sq. ft.
1,250 – 1,499 sq. ft.
1,500 – 1,749 sq. ft.
1,750 – 1,999 sq. ft.
2,000 – 2,499 sq. ft.
2,500 – 2,999 sq. ft.
3,000 – 3,499 sq. ft.
3,500 – 3,999 sq. ft.
4,000 – 4,999 sq. ft.
5,000 – 5,999 sq. ft.
6,000 – 6,999 sq. ft.
750 – 999 sq. ft.
Less than 750 sq. ft.
Year home built
1900-1909
1910-1919
1920-1929
1930-1939
1940-1949
1950-1959
1960-1969
1970-1979
1980-1989
1990-1999
2000-2010
>2011
Household Composition
Family-based Households
Grandparents
Housemate-based Households
New parents
Veterans in home
Working women
Young & hip
Young adults in home
3rd Tier Under Life Events
Anniversary within 30 Days
Away from family
Away from hometown
Friends of
Friends of Anniversary within 30 Days
Friends of Newly Engaged
Friends of Newlywed
Friends of Recently Moved
Friends of Upcoming Birthday
Long distance relationship
New job
New relationship
Newly engaged (1 year)
Newly engaged (3 months)
Newly engaged (6 months)
Newlywed (1 year)
Newlywed (3 months)
Newlywed (6 months)
Recently moved
Upcoming birthday
3rd Tier Under Parents
All Parents
(0-12 months) New Parents
(01-02 Years) Parents with Toddlers
(03-05 Years) Parents with Preschoolers
(06-08 Years) Parents with Early School Age Children
(08-12 Years) Parents with Preteens
(13-18 Years) Parents with Teenagers
(18-26 Years) Parents with Adult Children
Expectant parents
Parents (All)
Moms
Big-city moms
Corporate moms
Fit moms
Green moms
Moms of grade school kids
Moms of high school kids
Moms of preschool kids
New Moms
Soccer moms
Stay-at-home moms
Trendy moms
3rd Tier Under Politics (US)
Likely To Engage in Politics (Conservative)
Likely To Engage in Politics (Liberal)
Self reported
Donate to conservative political causes
Donate to liberal political causes
US Politics (Conservative)
US Politics (Liberal)
US Politics (Moderate)
US Politics (Very Conservative)
US Politics (Very Liberal)
3rd Tier Under Relationship
Interested In
Men
Men and Women
Unspecified
Women
Relationship Status
Civil Union
Complicated
Divorced
Domestic Partnership
Engaged
In a relationship
Married
Open Relationship
Separated
Single
Unspecified
Widowed
3rd Tier Under Work
Employers
Industries
Administrative
Architecture and Engineering
Arts, Entertainment, Sports and Media
Business and Financial Operations
Cleaning and Maintenance
Community and Social Services
Computer and Mathematics
Construction and Extraction
Education and Library
Farming, Fishing and Forestry
Food Preparation and Services
Government Employees
Healthcare and Medical
IT and Technical
Installation and Repair
Legal
Life, Physical, and Social Science
Management
Military
Nurses
Personal Care
Production
Protective Service
Retail
Sales
Temporary and Seasonal
Transportation and Moving
Veterans (US)
Job Titles
Office Type
Home office
Small business
Small office
Interests
Interests are based on the Fan Pages someone likes or specific things they have listed in their profile.
Because there can be many Page names that are a match, there is no way to list ALL the available interests. But there are more general “keyword” interests.
You can also target the fans of another Facebook Page by typing the Page name in and seeing if there is a “match”. Typically larger pages are able to be targeted but not always – it’s hit and miss and up to Facebook (no setting can exclude a Page from targeting).
Business and industry
Advertising
Agriculture
Architecture
Aviation
Banking
Investment banking
Online banking
Retail banking
Business
Construction
Design
Fashion design
Graphic design
Interior design
Economics
Engineering
Entrepreneurship
Health care
Higher education
Management
Marketing
Nursing
Online
Digital marketing
Display advertising
Email marketing
Online advertising
Search engine optimization
Social media
Social media marketing
Web design
Web development
Web hosting
Personal finance
Credit cards
Insurance
Investment
Mortgage loans
Real estate
Retail
Sales
Science
Small business
Entertainment
Games
Live events
Movies
Music
Reading
TV
Family and relationships
Dating
Family
Fatherhood
Friendship
Marriage
Motherhood
Parenting
Weddings
Fitness and wellness
Bodybuilding
Dieting
Gyms
Meditation
Nutrition
Physical exercise
Physical fitness
Running
Weight training
Yoga
Zumba
Food and drink
Alcoholic beverages
Beer
Distilled beverage
Wine
Beverages
Coffee
Energy drinks
Juice
Soft drinks
Tea
Cooking
Baking
Recipes
Cuisine
Chinese cuisine
French cuisine
German cuisine
Greek cuisine
Indian cuisine
Italian cuisine
Japanese cuisine
Korean cuisine
Latin American cuisine
Mexican cuisine
Middle Eastern cuisine
Spanish cuisine
Thai cuisine
Vietnamese cuisine
Food
Barbecue
Chocolate
Desserts
Fast food
Organic food
Pizza
Seafood
Veganism
Vegetarianism
Restaurants
Coffeehouses
Diners
Fast casual restaurants
Fast food restaurants
Hobbies and activities
Arts and music
Acting
Crafts
Dance
Drawing
Drums
Fine art
Guitar
Painting
Performing arts
Photography
Sculpture
Singing
Writing
Current events
Home and garden
Acting
Crafts
Dance
Drawing
Drums
Fine art
Guitar
Painting
Performing arts
Photography
Sculpture
Singing
Writing
Pets
Birds
Cats
Dogs
Fish
Horses
Pet food
Rabbits
Reptiles
Politics and social issues
Birds
Cats
Dogs
Fish
Horses
Pet food
Rabbits
Reptiles
Travel
Adventure travel
Air travel
Beaches
Car rentals
Cruises
Ecotourism
Hotels
Lakes
Mountains
Nature
Theme parks
Tourism
Vacations
Vehicles
Automobiles
Boats
Electric vehicle
Hybrids
Minivans
Motorcycles
RVs
SUVs
Scooters
Trucks
Shopping and fashion
Beauty
Beauty salons
Cosmetics
Fragrances
Hair products
Spas
Tattoos
Clothing
Children’s clothing
Men’s clothing
Shoes
Women’s clothing
Fashion accessories
Dresses
Handbags
Jewelry
Sunglasses
Shopping
Boutiques
Coupons
Discount stores
Luxury goods
Online shopping
Shopping malls
Toys
Sports and outdoors
Outdoor recreation
Boating
Camping
Fishing
Hiking
Horseback riding
Hunting
Mountain biking
Surfing
Sports
American football
Association football (Soccer)
Auto racing
Baseball
Basketball
College football
Golf
Marathons
Skiing
Snowboarding
Swimming
Tennis
Triathlons
Volleyball
Technology
Computers
Computer memory
Computer monitors
Computer processors
Computer servers
Desktop computers
Free software
Hard drives
Network storage
Software
Tablet computers
Consumer electronics
Audio equipment
Camcorders
Cameras
E-book readers
GPS devices
Game consoles
Mobile phones
Portable media players
Projectors
Smartphones
Televisions
Behaviors
Automotive
Motorcycle
Purchased
New
Used
New vehicle buyers (Near market)
Style
Crossover
Economy/compact
Full-size SUV
Full-size sedan
Hybrid/alternative fuel
Luxury SUV
Luxury sedan
Midsize car
Minivan
Pickup truck
Small/midsize SUV
Sports car/convertible
New vehicle shoppers (In market)
Make
Acura
Audi
BMW
Buick
Cadillac
Chevrolet car
Chevrolet truck
Chrysler
Dodge RAM
Dodge car
Fiat
Ford car
Ford truck
GMC
Honda
Hyundai
Infiniti
Jaguar
Jeep
Kia
Land Rover
Lexus
Lincoln
MINI
Mazda
Mercedes-Benz
Mitsubishi
Nissan
Porsche
Subaru
Toyota
Volkswagen
Volvo
New vehicle shoppers (Max in market)
All
Style
Crossover Vehicle
Entry/Economy/Compact
Full-size SUV
Full-size Sedan
Hybrid/Alternative Fuel
Luxury SUV
Luxury Sedan
Midsize Car
Minivan
Pickup Truck
Small/Mid-size SUV
Sports Car/Convertible
Owners
Aftermarket
Auto parts
Auto parts and accessories
Auto service buyer
Make
Acura
Audi
BMW
Buick
Cadillac
Chevrolet car
Chevrolet truck
Chrysler
Dodge RAM
Dodge car
Fiat
Ford car
Ford truck
GMC
Honda
Hummer
Hyundai
Infiniti
Jaguar
Jeep
Kia
Land Rover
Lexus
Lincoln
MINI
Mazda
Mercedes
Mercury
Mitsubishi
Nissan
Pontiac
Porsche
Saab
Saturn
Subaru
Suzuki
Toyota
Volkswagen
Volvo
Purchased
0-6 months ago
13-24 months ago
25-36 months ago
37-48 months ago
7-12 months ago
Over 48 months ago
Style
Crossover
Economy/compact
Full-size SUV
Full-size sedan
Hybrid/alternative fuel
Luxury SUV
Luxury sedan
Midsize car
Minivan
Pickup truck
Small/midsize SUV
Sports car/convertible
Vehicle age
0 – 1 year old
11 – 15 years old
16 – 20 years old
2 years old
3 years old
4 – 5 years old
6 – 10 years old
Over 20 years old
Vehicle price
$20,000 – $30,000
$30,000 – $40,000
$40,000 – $50,000
$50,000 – $75,000
Less than $20,000
Over $75,000
Purchase type
Vehicle price
Buy new (In market)
Buy new (Near market)
Buy new or used (In market)
Buy new or used (Near